Nancy Stephens

Why don’t some people complain? A cognitive-emotive process model of consumer complaint behavior

This article reports the development of a theoretical model of consumer complaint behavior by using cognitive appraisal theory as its foundation. Because of its importance to management and lack of attention in the marketing literature, specific emphasis is placed on the phenomenon of noncomplaining and the role of consumer emotion in dissatisfying marketplace experiences. The model presents cognitive appraisal as the key element in the evaluation of consumer threat and harm, which subsequently may result in psychological stress. Stressful appraisal outcomes are suggested to elicit emotive reactions that, in conjunction with cognitive appraisal, influence the type of coping strategy used by the consumer. Three coping strategies (problem focused, emotion focused, and avoidance) are identified and discussed. Key propositions are illustrated by using in-depth interview data from a sample of older female consumers.

Cognitive Age: A Useful Concept for Advertising?

Abstract Three different measures of cognitive age were administered to a sample of 355 older adults. Cognitive age was found to be a potentially valuable concept for advertising targeting, creative decisions and media selection, when used in conjunction with chronological age. Among the three different measures of cognitive age, the age-decade scale proved to be the best because, compared with the other two measures, it is easy to administer, analyze and interpret.

Preschoolers' Ability to Distinguish between Television Programming and Commercials

Abstract A logit model was constructed which predicted, with eighty-two percent accuracy, childrens ability to distinguish between programs and commercials. The most significant predictors were age and experimental treatment. Results supported the proposition that preschoolers respond to perceptual cues and do not truly understand the difference between programs and commercials.

The Effectiveness of Time-Compressed Television Advertisements with Older Adults

Abstract Time-compressed television advertisements have produced superior recall in college students. The current study indicates that young adults do recall more from time-compressed advertisements, but that elderly adults recall less and middle-aged adults are somewhere in between. These results hold for normal television advertisements as well.

Using employees as advertising spokespersons

Tests the effectiveness of three different types of service company employees as advertising spokespersons in an experiment involving print advertisements for a bank and a hotel. Reveals that front‐office employees functioned best as print advertising spokespersons and that CEOs were adequate and back‐office employees were least effective.

Media use and Media Attitude Changes with Age and with Time

Abstract The growing economic importance of the older age segment of society dictates a closer look at its media use and attitudes and how it differs from younger segments. The current study indicates that both the use of mass media and attitudes towards mass media differ between young, middle-aged, and older persons. Also, attitudes toward mass media have changed since the early 1960s. In a direct comparison with data reported in 1963, the current study shows that persons of all ages, and particularly senior citizens, are placing much more reliance on television for news and information. Newspapers appear to be losing influence while mixed trends are observed for radio and magazines.

Marketing to Older American Consumers

Older adults are examined as a potential market for American businesses. Data indicate that in terms of size and income, senior citizens comprise a substantial buying group. Their buying styles, product and service needs, and shopping behavior are shown to vary from those of younger adults and, in fact, vary substantially within the older adult population. Differences are speculated to be the result not only of age influence, but also of cohort and period influences. Strategies for successful marketing are suggested. These strategies relate directly to the identified characteristics of older adults.

Targeting the over Sixty-Five Vote in Political Campaigns

Abstract Older voters are demonstrated to be more Republican and more interested in politics than younger voters. In Arizona, they are also more likely to contribute to political campaigns, particularly when candidate-oriented direct mail appeals are used. Campaign strategies that assume people over 65 are dramatically different in the way they react to persuasive messages may dilute their effectiveness. Age is seen to be an important factor in processing campaign communications when the candidates or issues are clearly perceived as having relevance for older people.

Are Companies Afraid of Relationships with Consumers? A Case Study

A case study was done of the development of a service designed to help large companies, develop relationships with teenagers. The focus of the case study is on determining why target companies did not find the service appealing enough to buy it.